Using the Media to Win Real Improvements in People’s Lives
     Media work is not done just for the fun of it. Media coverage can help win real issues. As you think about your issue strategy, figure out how best to use the media to help win your issue. Media coverage is a secondary aspect of political/electoral power and consumer power, because it influences both votes and consumer purchasing.
     When you make your issue campaign timeline, include media work where it will be the most strategically effective. Sometimes groups focus on media work at the beginning of a campaign in order to garner enough support to get a bill introduced into a legislative body. For example, one Citizen Action state organization was working on an auto insurance campaign. As a means of building broad-based support for the campaign and generating enough interest among legislators to introduce strong legislation, a three-month media campaign was developed. The organization help press conferences, employing photo stunts like a toilet in a car trunk to denounce insurance rates that are so high that people are forced to live in their cars because they can’t afford both their homes and their car insurance. This series of media "hits" (stunts, press conferences, releases of studies helped build the momentum necessary for getting legislators to introduce legislation on car insurance rates.
     Frequently, groups seek media coverage in the middle of a campaign to discredit or embarrass a target. This is usually done in the context of political/electoral power. For example, during one of the attempts to cut Social Security benefits in the Reagan years, a local chapter of the National Council of Senior Citizens in Peoria, Illinois participated in the national campaign to stop the threatened cuts. All the seniors were directed to contact their Congressional representatives and make their position known.
    The Peoria group was creative and strategic. Their Representative, Bob Michael, minority leader of the House was leading the floor fight in Congress to cut the Social Security increase in the cost of living allowance. The Peoria seniors felt they had both a local and national story. After all, it was Peoria (as in "will it play in Peoria").
     The Peoria Council notified the media that they would form a human billboard outside the hotel where a fund-raiser was scheduled for Congressman Michael. National dignitaries were expected and the media were planning to cover the congressman’s event. As seniors stood in line displaying letters that spelled out "TELL RON (Reagan) IT WON’T PLAY IN PEORIA," local and national press photographers snapped away. Television cameras rolled. Twenty-six Peoria seniors appeared on the evening news, in local and national papers, and even in some weekly news magazines. All who participated had fun. The organization made its point and got loads of free publicity. The media got a good story and great pictures. The only one who probably wasn’t happy was Congressman Michael. The group’s use of the media not only challenged Michael, but also helped reach voters in other districts and thus put pressure on all legislators. This press event helped overturn the threat to Social Security.

Using Media to Give People a Sense of Their Own Power
     People love seeing their names in print. Pictures are even better. Nothing gives leaders a stronger sense of power and a conviction that what they are doing is important, than to see themselves on television or in the paper.
    Who gets interviewed and who is photographed matter greatly. For community organizations, the volunteer leaders, not the staff, are usually the people who speak before the media. Leaders sometimes resent staff who "hog" the media.
     The person who speaks before the media or gives an interview should be a leader in your organization, someone who does real work, and not simply an articulate person. Don’t allow people who do little work to "volunteer" to be the media spokespersons.
     Some leaders may be bashful about working with the media, but they should be encouraged to practice (perhaps in special training sessions that are videotaped) and then supported in their initial efforts. Everyone who is good at working with the media was scared the first time. Besides, getting in the media is a small "perk" for longtime committed leaders.
     One public housing group was demanding that lead paint be removed from their development. As part of the campaign, the health department was asked to test children in the development for lead poisoning. The media were called and asked to cover the testing. The testing and the issue got excellent print and television coverage. The few leaders involved were surprised to find themselves quoted in the paper and began to take their work and the issue much more seriously. The coverage enhanced their self image and enabled them to talk more freely with their neighbors about the importance of the issue.
     In some large organizations, particularly national or large statewide coalitions, the director is often the spokesperson because it may be impractical, if not impossible, to have the volunteer leaders play this role. In large organizations where press releases are sent to numerous places throughout the country or state, quote local leaders in the releases to media in their area. Be sure to get the leaders to approve the quotes first. This takes a little longer, but is well worth it. The local media are more likely to pick up the story and your leaders and local membership will feel better about being part of a larger organization.

Using Media to Change the Relations of Power
     The key aspect to changing the relations of power is building strong organizations. Media coverage can help you do this.
     Too often news coverage is generic. How many times have you groaned as you read in the paper "a local citizens group said..." The name of the organization was left out!! An organizer’s goal is to prevent this from happening. Figure out how to get the organization’s name listed or shown in the media as many times as possible. Become a source to whom the media turn for public comment. You won’t always be successful, but it’s worth trying to improve your batting average.
     In one national membership organization, the volunteer media coordinators were trained on how to get the organization mentioned and how to push membership. Its leaders knew that in the last minute of radio or television interviews, they should give out the organization’s address and toll-free membership number. In talking with reporters for print media, they would specifically ask if the address and phone number could be listed at the bottom of the article. Only about a third of the time would they actually be included, but it would never have happened without pushing.
     In press releases, mention the name of the organization as many times as possible, in case the release is picked up "as is." At press events where photographers are present make sure that signs are everywhere with your organization’s name on them. Hang banners behind speakers. Ask people throughout the crowd to hold signs. Place placards on the podium. It is a good investment to have small neat signs made up that fit at the top of a podium displaying the name of the organization. Spokespersons can also wear buttons with the organization’s name. If you don’t have buttons, bright sheets of paper bearing the organization’s name and worn by all attending can be quite noticeable when the cameras scan the crowd. It’s preferable to get positive media coverage, but don’t fret too much if the coverage is not completely flattering (unless it’s a complete exposure on how your organization has mismanaged funds.) Name recognition is useful to your organization for recruiting people and raising funds. Some people even suggest that "all coverage is good coverage." If the media’s coverage is not to your liking, use it as an opportunity to get more coverage. Organize people to respond via letters to the editor or hold a press conference clarifying your position.

Options for Using the Media
     There are many ways to get media coverage. Some are more appropriate than others for particular issues and particular times during an issue campaign. As you plan your organization’s issue campaign, consider various ways to use the media throughout to help you win issues, develop leaders, and build the organizations.
     Events. Sometimes groups plan events or demonstrations staged solely for the media’s benefit. Other times, the media are invited to cover an action or an accountability session in which real demands will be made on a target. Regardless of it s type, the event is the chance for the organization to make itself and its position known in the community.
     Before the event, practice with the leaders. Assign someone to play the press roles and ask questions. Develop short statements with quotable lines. Encourage people to stick to the script. Remind them that they are representing the organization and should only give the organization’s position. If they don’t agree with the position, they shouldn’t act as spokespersons. They also don’t have to answer every question, particularly ones for which they don’t have an answer. It’s OK to say: "I don’t know or "our organization has not taken a position on that issue." Anticipate the obvious questions and make sure that all spokespersons have answers.
     Everyone should be prepared to mention the name of the organization in their answer. When asked the question, "Why are you here today?" all organization spokespeople should respond "As a member of (organization name), we are here today to...."
     Be in control at the event. You don’t have to be a career public relations person to appear professional. Have a press table where reporters, photographers and camera crews sign in (so you can add them later to your press list). Hand out press kits containing a press statement and background pieces on your organization and the issue. Assign someone to greet the press and direct them to your spokespersons (everyone should know who these people are). Distribute a list of all spokespersons with names spelled correctly and, if part of a coalition, their organization identified. Assist media people in locating phones, electrical outlets, and building technicians. Keep extra paper, pens, tape, batteries, and extension cords on hand.
      Friends of the Earth sponsored a press event on the first anniversary of Chernobyl to help build public support for legislative efforts to strengthen regulations on nuclear power. A "nuclear lottery" was held in a U.S. Senate hearing room, complete with lottery bin and racing lights. Spokespersons at the event had carefully scripted speeches, with tight ten-second sound bites. In the press packets were copies of all speeches, including the underlined sound bites so that camera crews knew when to have their cameras rolling. Dozens of reporters and camera crews packed the room, and shots were used on stations across the country.
     Press (News) Conferences.  A press (news) conference is similar to a media event, except that it relies primarily upon talking heads. Many groups find it difficult to draw press to a press conference unless their issue is really in vogue. None the less, when your issue is "hot," call a press conference even if you haven’t tried it before.
     During one of the famines in Africa, Bread for the World had been lobbying for increased food and development aid to needy countries for over a year, with limited results. All of a sudden, the media "discovered" the famine, and millions of people wanted to donated money to help starving Africans. As important as donations are, Bread for the World knew that it was critical that the U.S. government respond as well and decided to use the opportunity to focus the public’s concern on the U.S. government’s miserly response.
     Despite the fact that no local Bread for the World chapter had ever held a press conference before, twenty-five chapters volunteered to organize local press conferences within the week. Key religious and Bread for thw World leaders were recruited to speak, statements were drafted, media contacted, and successful press conferences held. Every press conference generated media coverage, most in both print and television. The conferences focused attention on the issue and helped Bread for the World further its strategy to triple the government’s contribution to the international relief effort.
     The logistics of a press conference are similar to those of a media event (see the checklist at the end of this chapter). If possible, have only a few speakers. One main spokesperson should make a statement and then introduce the others who are making statements. If you need others present for political reasons, have them stand in the background so as to be visible in pictures.
     Features.   All media regularly run feature stories on specific people and issues. If you are engaged in an issue campaign that you expect to run for several months, check with the local media to see if they have any features scheduled that relate to your situation. You could end up becoming the subject of a lengthy special.
     A suburban Chicago group was trying to get a local school board to start an after school daycare program in the public schools. Calls were made to local television stations and one station indicated that it had a feature on parenting planned for the next month. The station was eager to cover the group’s work and provided an in-depth report, with little work on the group’s part. The media coverage both strengthened the resolve of the leaders and assisted in their victory with the school board vote.
     Interviews/Talk Shows.   Both radio and television talk shows are always looking for interesting new angles, people and issues to cover. Many Citizen Action and other progressive citizen organizations have been on national media, such as The Today Show, Donahue, The MacNeil Lehrer Report, and Nightline. Local television and radio talk shows are even more accessible. Get to know the producers and/or assistants, even if only by phone. If you provide interesting guests and material, you may be asked back regularly. Try to cultivate a relationship that causes them to call you when they are looking for the "consumer" or "citizens" response to events as they happen. Some publications will also interview people for "human interest" angles on stories.
    Letters to the Editor. Don’t forget letters to the editor. This is the most widely read section of the newspaper, except for the front page. Work with leaders at a meeting to draft letters to the editor in response to an article. And especially, write them in response to articles about your organization.
     Meetings with Editorial Boards. Small papers have an editor who writes the paper’s editorials. Large papers have an editorial board who share the editorial responsibilities. Although these editors are seldom the most progressive characters, it is worth scheduling a time to talk with them about your issue. This is the time to pull out the academic and researchers who support your positions. Once you build a relationship with editors, send them your press releases. Sometimes they will write an editorial that looks remarkably similar to your release.        Announcements/Bulletin Boards. Both publications and radio stations offer free community bulletin boards or meeting announcement sections. Don’t rely on them to draw people, but consider them another means of building name recognition for your group. They will also make the recruitment work easier because some people may have read or heard about the upcoming event.

Develop Relationships
    All organizing is about developing relationships. When dealing with the media, you need to think about developing the necessary relationships to make your and their jobs easier. These relationships are always professional. Honesty is crucial. The media do not have to like you, but they must respect you. You want them to know that when your organization seeks press, it is about something newsworthy and it is true.
     No matter how friendly a press person is, no matter how well you get along, you can’t ever assume that it is a private friendship. Nothing should be said that your don’t want to read in the newspaper. If you speak off the record (we don’t recommend it), it should be very clear exactly what is off the record. It is better to always assume that nothing is secret, and act and speak accordingly.
      In dealing with your daily and weekly newspapers, it is definitely worth the time to cultivate a relationship with the reporters who cover your area geographic and issue) and the papers’ editors.
     When you offer to get back to a reporter or editor with additional information, do so promptly. Develop a reputation for providing reporters with solid, timely information. Media people appreciate those who make their work easier.
Develop a Media (Press) List
    You should not have to compile a new list each time you contact the media. Ideally, your press list should be computerized in such a way that you can generate mailing labels at a moment’s notice. If you don’t have the list computerized, at least have the list on labels and keep a couple of sets on hand for when you have to act quickly.
     Divide or code your lists by category. Make sure you have include the personal contacts described above, news reporters, specialty editor or "city desks" for television local, network, and cable), radio, daily newspapers, weekly newspapers, ethnic newspapers (Black, Hispanic, or others), student newspapers (if you are in a large college town), religious and union publications. In large cities, there will probably be an AP and UPI reporter and a "daybook." The daybook lists all schedules events for the day and is used by most media.
     At first, your media list may not have all the correct names on it. Update it with the proper names and phone numbers to ease follow-up calls. Keep track of personal contacts with reporters so that if staff change, there is an "institutional" memory for press work.
Think Pictures
     When press coverage is likely, think pictures, both TV and newspaper. Notifying the press that there will be "photo opportunities" can increase the likelihood of media coverage. Use your group’s creativity to develop visuals and symbol that support your message. Remember the fine line between clever and silly.
     Before the start of a press conference or event, cup your hands around your eyes and pretend you have a camera. What do you see? For a press conference, focus in on the speaker. Too often, the sign you placed behind the speaker is too high to be seen. Or, all that is visible are two or three letters surrounding the speaker’s head and the "Holiday Inn" plate on the front of the podium. Adjust the room before the media arrive.
Mail or Fax Press (News) Releases
     The object of the press (news) release is to get the media to cover your event or to write a story, not to pack in as much information as possible. (even though it is called a "press" release, it is standard format for communicating information to all forms of media.) The release should serve as a "hook" to pique their interest. If your press conference, story, or event is interesting enough, they will attend or call about the story.
      Press releases to the wires, daily papers, television and radio station should be received two to four days before an event. Weekly newspapers usually have deadlines of three or four days before publication, so check beforehand. If you have control over your timing, schedule your event to maximize coverage.
Follow up Press Releases with Calls
    No matter how good your press release is, you will have a better chance of getting covered if you follow up the release with a phone call. Frequently, the release has been lost or given to the "wrong" person. Your calls allow you to answer questions or concerns that might have prevented the media from covering your story.
Recognize Who Controls the Media
     No matter how good your work in getting stories out, you may have trouble if your target is an ally of owners of the media. Sometimes it is unclear why certain stories appear to be blocked.
     For example, during the Pittston coal miners’ strike, when the strikers took over a breaker building, the story was not covered for three days, despite an entire team of professional media people working on publicizing it. The story was effectively squelched in the national media. We may wish we controlled the media, but we don’t.
Recognize Luck
     As in all of life, luck plays a role, good and bad. You may have the greatest story to tell or the best event in town, but if there is an earthquake in San Francisco or dancing on the Berlin Wall, you won’t be covered. On the other hand, you may schedule an event on a slow news day and be the star of the evening news. Such is life.

___ Is the release on organizational letterhead?
___ Is the release dated and marked for immediate release or embargoed until a specific day and time?
___ Is the contact person’s name and phone number (day and evening) listed at the top of the release?
___ Is the headline short and pithy? (Don’t struggle too hard in coming up with a headline. The media probably won’t use yours anyway.)
___ Is the copy double spaced?
___ Does the first paragraph explain who, what, why, when, and where?
___ Have you quoted key leaders in the second and third paragraphs? Have you cleared the quotes with them first? (Remember, who you quote is an organizational decision.)
___ Have you listed your organization’s name several times?
___ Are all names, titles, and organizations spelled correctly?
___ Is each sheet marked with an abbreviated headline? (Try to keep your release to two pages. One is better.)
___ Is PHOTO OPPORTUNITY mentioned if there is one? (If so, send a copy of the release to the photo editor.)
___ Did you put "-30-" or "####" at the end of the release? (Why? Because "they say so.)
___ Have the date, time, and place been cleared with all the speakers?
___ Are there other media conflicts (e.g., another major event or press conference)?
___ Is the room large enough?
___ Are there pay phones nearby?
___ Will you need a public address system?
___ Have volunteers been recruited to set up and clean up the room before and after the press conference?
___ Do you plan to serve refreshments? If so, have people been asked to bring them?
___ Who is sending the press releases?
___ Who is making follow-up phone calls?
___ Is there a script available for those making follow-up phone calls to the media?
___ Are visual, charts, or graphs need at the press conference?
___ Who is writing each person’s presentation? Are there good quotable sound bites?
___ Is someone drafting a question and answer sheet for anticipated questions at the press conference?
___ Is a time set for speakers to rehearse their presentations and answers to the anticipated questions?
___ Are materials being prepared for the press kit?
           ___Press release ___Background information on speakers ___Fact sheet
            ___Organizational background ___Copies of speakers’ statements
___ Will your organization’s name be projected well through signs, posters, buttons, and so forth?
___ Who will greet the media and staff the sign-in table?
___ Is someone in your group going to take photographs?
___ Who is assigned to assist the speakers with details at the press conference?
___ Who will send releases to those who don’t attend the press conference?
___ Who will call reporters who don’t attend, but would need the information immediately in order to use it?
___ Are volunteers assigned to watch for stories in various media?
___ Will thank you notes be sent to all spokespersons and volunteers?

Midwest Academy, 225 West Ohio, Suite250, Chicago, Illinois 60610

Problem: Reporters (and the rest of us) don’t listen. You’re competing with lots of other messages.

Strategy: Figure out your "headline". Say it first. Make it bold. Make it simple. Make a claim.

Establish your personal credibility. Prove you believe what you’re saying. Use body language or facial expression. Use "commitment" phrase. (Keep it short.) "I believe strongly..." "From my years of doing this..."

Show and Tell
Facts
Personal examples
Facts and statistics (if they are meaningful or tell a story.)
Quotes: expert opinion... or just plain Joe!
Case studies

Making Yours the Quotable Quote
Come to the interview prepared
Know what you want to be printed
Keep the main points in focus during the interview
Make known what you want to be known

Use strong Positive Words
Don’t use slang or jargon
Don’t use words which will reflect badly upon the organization (mistake, guilty, ashamed...)
Choose powerful adjectives (new, exciting, best, unique, opportunity)

Make Predictions and Forecasts
Get the word ouat about the organization’s upcoming activities and opportunities

Use Statistics
Point out the organization’s platform and goals
Point out the organization’s accomplishments

Begin Your Sentences With Catchy Words
Use sentences such as "The real issue is..."
"The most important point is..."
"The truth is..."
"I feel strongly that..."

Reach Out
Explain why the listener should know and care about your issue
Use name and location of organization
Give the listener enough information so that the organization is easily accessible

Making sure Your News Is Heard
     Many people, and even interviewers, do not listen carefully. Because there is a barrage of information thrown at them everyday by other people and the media, it is critical that you use dynamic and precise words to get your message through to the interviewer. The goal is to make known to the interviewer your key points and this is how you do it:
     First, establish your personal credibility. State your relationship with the organization. Begin the interview with a headline, your main point. State your headline and then prove it with the rest of your material. Prove you believe what you are saying by using body language and facial expression, use a "commitment" phrase but keep it short. Show and Tell. Use statistics, facts, personal examples, quotes, and case studies to prove your headline. Lastly Reach Out. Make the reporter understand why this issue is important in his life and show him (and the listeners) how he can get involved.

Options for using the Media
There are many ways to catch the attention of the media. Some suggestions are as follows:
     Events:   Before the event, remind and practice with the leaders their roles in the event. Develop short statements and quotable lines to use in interviews. Remind the members of the organization that they are representing the platform of the organization and when approached should give the organization’s platform rather then their personal opinion. It is not necessary to answer every question; it is okay to say "Our organization has not taken a position yet on that issue" to a question you do not have an answer for. However, anticipate the obvious questions and be prepared to answer them in the best possible manner in which to get your key points out. Appear professional and be in control of the situation. Accommodate and greet the press.
     Press: If possible have only a few speakers per media event. One main spokesperson should make a statement and then introduce the others who are making statements. If you need certain figures present for political reasons, have them stand in the background so as to be visible in pictures. Features and Letters to the Editor are also ways to get the word out.
     Interviews/Talk Shows: Both radio and television shows are always looking for interesting new angles, people, and issues to cover. Check with the local media for interest in covering or creating a story with your issues.
     Announcements and Bulletin Boards: These free ways of getting your organization’s news out are offered on television and radio. Hanging up posters and fliers in public places is an easy way to be visible in the public.

Tips for Using the Media
Honesty is crucial in interviews and press releases.
Offer to get back to the reporter on questions you were unable to answer in interviews and do so promptly.
Use a Press/Media list as a source for resources for mailing and public service announcements.
Follow up press releases with phone calls.
Notify the press of photo opportunities.

Remember that luck plays a role in everything!!